Joy Group, owner of Chinese beauty brand Judydoll, is reviving its dormant skincare brand Leefon, reflecting a broader industry pivot from single-brand focus to diversified brand ecosystems. The revival follows Leefon’s initial 2021 launch and subsequent discontinuation after a failed shift to personal care. Joy Group’s diversified approach includes strategic acquisitions (Rene Furterer, Foltène) and new brand incubation (Litology). This strategy has driven strong growth, with Joy Group reporting 36% revenue growth to 3.5 billion RMB ($482 million) in 2024, with total retail sales reaching 4.2 billion RMB ($578 million). Reactivated brands like Leefon represent strategic moves to maximize portfolio value and capture new growth opportunities.